This is our second excerpt from Insanely Simple: The Obsession That Drives Apple’s Success by Ken Segall, a close collaborator with Jobs for over a decade. To read the first, on how the iMac was almost called the MacMan, go here.

Apple encourages big thinking but small everything else. That is, if you feel the urge to speak or act in a manner reminiscent of anything you learned in a big company, it’s best that you do that in the privacy of your own home. Meeting size is a good example. Once Chiat/Day was installed as Apple’s agency of record and we’d settled into our work, we would meet with Steve Jobs every other Monday.

HOW TO HAVE A GREAT MEETING
1. Throw out the least necessary person at the table.
2. Walk out of the meeting if it lasts more than 30 minutes.
3. Do something productive today to make up for the time you spent here.